With completion of week 1, you know exactly where your VoC gaps are. Now it's time to close the most important gap: the distance between what your team believes about customer value and what customers are actually saying.

While audits tell you what you're missing. Conversations tell you what actually matters.

Week 2 is about structured listening — not generic check-ins, but purposeful conversations designed to surface how customers define value in their own words.

Actions for the week:

Run five customer conversations, minimum. Prioritize a mix: two expansion or high-engagement accounts (to understand what's working), two recent churn or downgrade accounts (to understand where you failed to deliver value), and one prospect who evaluated you but didn't buy. These three groups give you the full arc.
Use a structured interview guide. Ask every customer the same core questions: "What triggered the search that led you to us?" "How do you define success twelve months from now?" "Where have we delivered the most impact?" "Where haven't we met your expectations yet?" How do you see us, compared to our competitors? Consistency across interviews is what makes the synthesis in Week 3 possible.
Listen for outcome language, not feature language. When a customer says "it saves my team hours on reporting," that's a value statement. When they say "the dashboard is good," that's a feature reaction. You want outcome language — it's the raw material for your messaging, your value model, and your pricing logic.
Record and timestamp. Use call intelligence tools or basic transcription. Exact quotes matter more than paraphrases. You'll want the verbatim language.

What good looks like by Day 14:

You have five recorded, structured conversations with timestamped notes and at least ten direct customer quotes describing outcomes, friction points, or unmet expectations.

Execution is Our Core Metric

GTM Pricing helps commercial teams turn Voice of Customer from a sporadic exercise into a disciplined habit that shapes messaging, packaging, and pricing decisions every week. By partnering with GTM Pricing, you give your revenue operations, sales, and product leaders a shared, value‑based language grounded in real customer outcomes, not internal opinions.

We deliver data-backed, operationalized strategies—not just theoretical advice. Our commitment is to ensure our recommendations are fully integrated through your Revenue Operations (RevOps) so that strategy actually sticks and scales.

Want a clearer growth trajectory with predictable sustainable revenue? Let’s connect on LinkedIn! Contact me at GTM Pricing.

Karen Chiang, Founder, Managing Director, Strategy & Innovations

GTM Pricing Innovations Inc.